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8.3b Functionality and Adoption of Branded Radio Apps: The Millennial Perspective
Abstract
The Millennial is gradually leaving broadcast radio. To retain Millennial consumers, radio broadcasters integrated mobile apps into their branded services to adapt to the generation’s mobile-centric lifestyle. Branded radio apps, which possess technology, brand, and media properties simultaneously and act as a marketing tool as well as a means of content delivery, are the focal point of this study. Through a national survey of Millennial radio consumers, this study explores their functionality preferences regarding branded radio apps and factors affecting their adoption of such apps. The potential contribution of these apps to loyalty is also studied. To be specific, three types of factors are investigated, namely technology, brand, and media factors. Adoption is explored from two perspectives, including adoption intention among non-adopters and actual adoption behaviors that distinguish adopters from non-adopters. The results suggest that Millennial consumers desire engagement, control of radio experience, integration of social media, and enhancement of music listening. In addition to functionality factors, technology acceptance factors, media usage factors, and brand relationship factors also play a role in affecting adoption. As such, this study contributes to the literature of technology acceptance, branded apps marketing, and media management. Practical implications are discussed as well.
First & Corresponding Author
Sylvia Chan-Olmsted, University of Florida
Authors in the order to be printed.
Sylvia Chan-Olmsted, University of Florida; Rang Wang, University of Florida; Kyung-Ho Hwang, Kyungnam University